Sunday, May 30, 2010

Tsumori Chisato Ads

I've known the work of Surface To Air for quite a while now. It is a Paris-based Creative Agency. I also saw with excitement the birth of their eponymous brand. First through their online store ( ..I might have bought a thing or two there...), and since last year a Flagship Store in Paris at 108 rue du Vieille du Temple on the 3rd Arr. Whenever I'll manage to go back to Paris, that would be a sure stop!

But going back to their art direction work, it is brilliant. They have worked for fashion, luxury and music industries. Created music videos, 'online ads' and advertising campaigns. The Agency section on their website is a graphic designer's heaven.

Amongst my favorite pieces from their portfolio are the campaigns created for Tsumori Chisato on previous seasons. They don't follow traditional fashion or luxury 'codes'. No B&W, no laconic, hedonistic nothin'! They are all of course focused on pattern (given the brand...), but I love how they portray fabric as a landscape, movement and ornament in itself. They are also very sweet. But not too much. Just the right amount.

SS '08:
The images from this collection remind me of the Chinese movie House of Flying Daggers, with flying warriors dressed in opulent (and colorful) clothes.
SS '06:
...now, try to imagine these images in movement! I would LOVE to see a Tsumori Chisato 'Fashion Film' created by Surface To Air.
AW 05/06:
These ones are amazing. They are almost too cool just because the idea is so simple! There is also something a little Baroque about them. Like old paintings of royalty. Perhaps a Goya? The 2nd and 3rd one also remind me of Klimt. The paintings where he inserted figures of women into these golden backgrounds full of doodles and little patterns. It is actually quite 'refreshing' to be able to reference a little art into fashion ads!
SS '05:
Girl in the ad: '...Damn, I have nothing to wear!" ; )
A stop motion version of this campaign could've been really cool!

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